ABM Tactics

LinkedIn Encourages Better Company Pages By Providing SEO Tips

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TLDR:

LinkedIn provides a series of no-nonsense tips for companies’ LinkedIn pages to be found in search results. LinkedIn suggests to update company pages on a frequent basis, as well as writing good “About” and “Tagline” sections based on keyword research. 

As LinkedIn tends to be a part of any ABM strategy, the fact that LinkedIn has provided SEO tips to marketers isn’t surprising. These SEO tips are applicable to marketers’ LinkedIn profiles and are designed to make company pages more visible.

To begin the list of tips LinkedIn gave users, it suggests that users should start research on keywords. From there, marketers choose the best ones and bring them into the page itself, specifically the “About” and “Tagline” sections.

As far as “Tagline” section goes, LinkedIn recommends that users be as brief as possible. Having said that, it does not give users a license to be sloppy. This section needs to be a well-crafted and polished piece of language. LinkedIn likens it to an elevator pitch.

After the “Tagline” is optimized, the “About” section is next in line. LinkedIn advises users to follow a six-step methodology designed to make information about companies clear to both users and search engines. 

In particular, this six-step process includes supplying information about a company. which often means providing insights into the vision, mission, and values of the company itself. Questions used to prompt marketers to use the exact information search engines are looking for range from asking what future the companies want to create, how it’s created, and who’s creating it.

The last three steps of the methodology are related to more specific traits of companies, such as positioning, products, and services. LinkedIn’s suggestion is being sure to fill out companies’ profiles thoroughly and completely. Doing so will result in 30% more page views.

It’s also important to maintain a regular presence on LinkedIn to maximize business results. If marketers follow through with that advice, search engines are likely to be informed their pages are active. If they’re active, they’re probably providing some value, which boosts their search ranking. 

The last recommendation LinkedIn makes is to compare and contrast their suggestions with marketers’ personal LinkedIn policies to identify any gaps in LinkedIn strategy.

Original article from Search Engine Journal on 10 April 2019. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

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